品牌词位置对消费者点击行为的影响——基于唯品会折扣广告的经验研究

摘要/Abstract

摘要： 网络广告的快速发展吸引了众多企业使用网络广告进行产品宣传，如何在短时间内吸引消费者注意，有效提升网络广告的点击率已成为企业亟待解决的问题。本研究聚焦网络广告中品牌词位置，基于注意力机制与内隐记忆等相关理论，以唯品会的折扣广告作为研究对象，通过实证分析，探讨广告中品牌词位置对消费者点击行为的作用机理。研究发现，随着品牌词位置后移，消费者点击行为呈现先上升后下降的倒U型趋势；且品牌词位置对点击行为的关系受到品牌知名度与折扣比例的调节，当品牌知名度越高或折扣比例越高时，品牌词位置对消费者点击行为的作用越强。

关键词: 位置效应, 注意力机制, 消费者点击行为, 品牌知名度

Abstract: The flourishing online advertising has motivated numerous enterprises to utilize this medium for product promotion. However, a problem demanding prompt solution is how to attract consumers' attention in a short time and effectively increase the click-through rate of online advertising. Focusing on the position of brand words in online advertisements and based on relevant theories such as the attention mechanism and implicit memory, this study takes discount advertisements from Vipshop as the research object to empirically explore the mechanism of how the position of brand words in advertisements influences consumers' click behavior. The findings are as follows. Consumer click behavior is negatively affected by brand word position, but specifically, as the brand word position moves backward, consumer click behavior presents an inverted U shape; and this effect is moderated by the brand awareness and discount rate; the higher the brand awareness, the stronger the negative effect of the brand word position on consumers' click behavior; the larger discount ratio, the stronger negative effect of brand word position on consumers' click behavior.

Key words: location effect, attention mechanism, consumer click behavior, brand awareness

周雄伟, 王晓煜, 李翠. 品牌词位置对消费者点击行为的影响——基于唯品会折扣广告的经验研究[J]. 管理评论, 2025, 37(5): 121-132.

Zhou Xiongwei, Wang Xiaoyu, Li Cui. The Influence of Brand Word Position on Consumer's Click Behavior——Based on the Empirical Research of Vipshop Discount Advertising[J]. Management Review, 2025, 37(5): 121-132.

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